H&M's eco-friendly Conscious Collection

H&M's eco-friendly Conscious Collection hits stores today, bringing with it the brand's toniest, greenest line of clothing yet.

Oscar nominees Michelle Williams and Viola Davis have already worn dresses from the collection on various red carpets — which isn't surprising considering the pieces' high level of quality, design, and construction. The collection includes a number of dramatic floor-length gowns in on-trend silhouettes, with pops of neon and floral prints; all are made using sustainable materials.

That should come as no surprise considering H&M's position as a leader in sustainable design. It's annual sustainability report from 2011, which was released earlier today, bills H&M as the world's biggest user of organic cotton. By 2020, the company aims to produce all of its cotton garments with sustainable resources.

"We want our customers to feel confident that everything they buy from H&M is designed, manufactured, and handled with consideration for people and environment," said H&M's CEO Karl-Johan Persson in a statement. Beautiful, sustainable clothing? That's a cause we can get behind.

See the entire collection here, including the recently-released campaign images, photographed by Terry Richardson and featuring models Constance Jablonski, Edita Vilkeviciute, and Karmen Pedaru.